YOUR GUIDE TO INCLUSIVE DESIGN - a people-centred strategy for design and innovation
Design and Architecture Norway
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Inclusive Design is not just about good intentions - it’s also good business
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ONNY EIKHAUG PROGRAMME LEADER INNOVATION FOR ALL PROGRAMME
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A guide to Inclusive Design in practice Inclusive Design, also known as Design for All or Universal Design is…
“… the design of products, services and environments so that they can be used by everyone, to as great an extent as possible, without the need for adaptation or special design” This guide shows you what it is about and how to do it. It highlights methods, processes and case studies to show how you can use Inclusive Design in practice. We present useful tools and resources that can help you get more inclusive and creative within your company or organisation. We show why people-centred design is one of the biggest movements in 21st Century design and how it can be a powerful strategy for innovation. This is incredibly important in developing inclusive products, services and environments. In 2005, the Innovation for All Programme that I run in Norway was established to promote Inclusive Design. The programme has worked to develop knowledge, disseminate ideas and grow expertise within business, the public sector, the design industry, research and education.
Onny Eikhaug E-mail: oe@doga.no Twitter: @Innovation4all @onnye
doga.no inclusivedesign.no
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Disseminating knowledge and developing expertise The Norwegian Centre for Design and Architecture is a centre of excellence when it comes to Inclusive Design. We collaborate with leading Norwegian and international organisations within design, business, research and education. We show the value of Inclusive Design as a strategy for innovation, which in turn contributes to increased competitiveness, market potential and profitability. The Centre develops methods and projects that show peoplecentred design processes in practice. We offer tools and processes that can be easily adopted and implemented in your everyday practice. We organise conferences, expert seminars and practical workshops in Inclusive Design. Companies and active designers, in any industry or discipline, are offered a wide selection of resources from our extensive toolbox. Innovation for All conference
24H Inclusive Design Challenge
Workshops around the world
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Inclusive Design can give both economic and social benefits
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H. R. H. Crown Princess Mette-Marit, in her opening speech at the European Business Workshops on Inclusive Design 2010
Innovating with People - The Business of Inclusive Design is the result of knowledge, expertise and experience gained during and via the Innovation for All Programme. This book is a practical handbook and a ‘first of its kind’ introduction to Inclusive Design. It has sold to over 45 countries globally from Canada to China and is used on university courses, by business, government and public sector. In Norway we use it to develop workshops and professional events or seminars held for the business sector, public enterprises, educational institutions and the design industry. Some ideas from the book is also available in digital form at inclusivedesign.no. Buy the book at innovatingwithpeople.net 5
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The Innovation for All Programme The Innovation for All Programme is based at the Norwegian Centre for Design and Architecture. It forms part of the Norwegian Government’s Action Plan for Universal Design. The overall objective is to contribute to a more inclusive society in which products, services and environments are designed with focus on diversity, inclusion and equal opportunities for everyone to participate. The programme promotes user-focused innovation and illustrates the need and the potential for solutions developed on the basis of Inclusive Design principles. The programme has the following principal activities and initiatives: - Increasing awareness and knowledge about Inclusive Design. - The execution of practical, Inclusive Design projects, in collaboration with public and private companies and organisations.
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The Norwegian Centre for Design and Architecture has built up great expertise in Inclusive Design and supports the business sector, public enterprises, the design industry, and research and education in their work to achieve a more inclusive society. The many activities of the Innovation for All Programme stimulate design-driven innovation through theory and practice. One important task is to demonstrate the value and document the effect of such an approach, in the form of new competitive advantage, more benefit to users, greater efficiency and increased market potential. One effective method is to showcase successful projects and “best practice�. Our national Innovation Award for Universal Design does this by communicating the importance of Inclusive Design for individuals, companies and society. It also counters any myths about the topic. Read more about the Innovation for All Programme at doga.no/en/innovationforall
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Focusing on your user increases market potential This illustration shows the importance of being diverse when defining your target market. Do not just go for mainstream customers, illustrated by the abled-bodied, young man at the centre of the circle. Involve people of different ages, abilities and gender as shown in the outer rings of the bulls-eye. Including their needs and perspectives means your solutions will be more market-ready and have wider appeal. Most people are not male and able-bodied. Greater focus on the people you are designing for gives deeper user insights, which in turn contributes to solutions that include more people and are better for everyone. In this way, more customers can be reached, hereby winning a larger market share.
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There is no such thing as an average customer!
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Source: Prof. Jeremy Myerson, RCA, Helen Hamlyn Centre for Design
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Lead users give new insights Including people with different backgrounds can give new insights about their different needs and help you understand how designs are really used. Lead users can be people with disabilities, different cultural or social backgrounds, different ages and genders, or other perspectives that demand more from your design. Lead users contribute new insights that can often not only inspire, but also challenge designers to think creatively to a far greater extent than the average customer can. The involvement of lead users at every stage of the development process, from preliminary project to implementation, leads to better and more innovative solutions for everyone. This ensures the quality, user-friendliness and - not least - the innovativeness of the solutions.
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Design for the young and you exclude the old; design for the old and you include the young
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Bernard Isaacs, Founder and Director of the Birmingham University Centre for Applied Gerontology 10
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Blind people can provide insight into tactile experiences and sound.
Children can test whether the solution is suitable for smaller people, and whether the solution is intuitive.
People with impaired hearing can evaluate sounds and visual information.
People with impaired vision can provide insight into visual elements.
Focus on the user is central in all design-driven innovation People with dementia can test how intuitive and simple a solution is. Older people can provide radical new perspectives.
Adults with children often have only one hand free. People with reduced mobility can evaluate accessibility. 11
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An Inclusive Design example: Rethinking everyday packaging
Jordan is an international brand within dental care and tools for painting and cleaning. When the company was developing new packaging, they talked to differently-abled customers for inspiration. The resulting designs increased sales and massively strengthened the brand. Read the full story at inclusivedesign.no
Information about the bristle is located next to its head
“NEW� is emphasised
The Jordan logo stands out and is easy to recognise
The toothbrush contrasts strongly with the background so it can be easily seen on the shop shelf
The starting point to open the packaging is clearly marked Easy to open since the cardboard back and the plastic front are not glued together
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Inclusive Design gives us a competitive advantage and we have managed to stand out from our competitors BÅRD BRINGSRUD-SVENSEN PRODUCT DEVELOPER, JORDAN
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The Innovation Award for Universal Design The Norwegian Centre for Design and Architecture was asked to develop a new Norwegian award to celebrate innovative and inclusively designed solutions. On behalf of the Ministry of Children and Equality, the Norwegian Centre for Design and Architecture has been responsible for the framework, execution and project management of the Innovation Award for Universal Design since 2011. Here are the award winners from 2014:
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ST. OLAVS HOSPITAL Innovative architecture that brings nature, the city, employees and patients together in an unconventional way. Category: Architecture
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MELIN MEDICAL A payment service that is easy-to-use for everyone. Category: Service Design
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ST. OLAVS HOSPITAL Inclusive Design has been integrated into the landscape planning throughout the project. Category: Landscape Architecture
BERGEN LIGHT RAIL The first public transport system in Norway that utilises Inclusive Design at every level. Category: Transport Design
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SKATTEETATEN.NO Complex information about taxes made intuitive and accessible for everyone. Category: ICT
BERGEN UNIVERSITY COLLEGE A university environment that inspires learning and social activities. Category: Furniture & Interior
The award is a recognition of organisations, designers and architects that have developed products, services and environments that contribute to a more inclusive society. The winners across the six categories capture a broad perspective in terms of design disciplines, industries and areas of society, within both private and public sectors. The award has helped to promote the projects and increased the awareness of Inclusive Design. 15
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INCLUSIVEDESIGN.NO
Inclusivedesign.no is an online guide to simple methods, tools and processes that are easy for both companies and designers to start using today. The site provides information and inspirational case studies with a focus on an inclusive and people-centred design approach.
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